| Becoming more mature, the Chinese Super League is more and more popularwith the football fans and has become the first league in Asia.With microblogbecoming popular rapidly, microblog marketing has been a part of marketingfield.Today more and more sports organizations involved in microblog marketing,andthe Chinese super league joined the microblog in2010, becoming one of sportsorganizations to firstly eat crab in the microblog marketing.Based on the ChineseSuper League microblog marketing, this study discussed the current situation of CSLmicroblog marketing, analyzed its operation effect from the perspective of microbloginfluence, resolved the related content of it, made an analysis of the CSL micro-blogmarketing forms and means, caught a sight of advantage and short board of it andsummarized the characteristics of the event marketing and marketing methods toprovide some advices for the CSL micro-blog operation and other events microblogmarketing.The main research object of this study is CSL microblog marketing, which wasresearched and analyzed by using methods of structured observation,questionnairesurvey and statistical analysis.The operation effect of the Chinese super leaguemicroblog marketing mainly was studied by subdividing and researching themicroblog marketing force index,which contains credibility, coverage, activity, thepropagation force and the study shows that the Chinese super league microblogmarketing has certain microblog influence, but some problems also exist.Beingrich in content,the Chinese super league microblog,which takes Chinese super leaguerelated events as the main content, contains the following categories of content: eventinformations, sponsors’ad, microblog activities, celebrity informations, clubinformations and sweet tips. The microblog marketing methods contain four types:microblog matrix,which is composed of league organizers and clubs participating inthis league and formed a complete event marketing combination,authoritydistributions, hot topics and interactive activities.The method analysis of the Chinesesuper league microblog marketing shows that it mainly takes the event marketing, celebrity marketing, integrated marketing, relationship marketing, interactivemarketing, emotion marketing as the marketing methods,in which,event marketingmethod was used more and made a full use of the instinctive quality of sportsevents.This study also found several problems in the Chinese super league microblogmarketing.Firstly, the release frequency of the Chinese super league microblog islow,with low originality and single theme.Secondly, the micorblog fans were poorlylinked which cannot make full use of micro-blog interact;Thirdly,the microblogplatform was not built perfectly,which leads the we-media was not fully used;Fourthly,the resources integration is weak and the online linkage is poor.Microblog marketing shows a good effect in the Chinese super league and ishelpful for the establishment of the Chinese super league image and influenceexpanding.However,in order to develop the huge market potential of microblogmarketing, the planning and management of the Chinese super league microblogmarketing should be strengthened and more time and effort need to be invested. |
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